Ubuntu Phone, Good idea?

In a bold move today Ubuntu have announced plans to move forward with an Ubuntu Phone which it is touting the interface is the difference here.

This is a big statement in a marketplace which has been owned by Apple and Google for the last 3 to 4 years and with big names like Palm and Blackberry both huge innovators in the smartphone marker having taken a huge battering in the last few years. For Canonical to come out today with an announcement for a phone is interesting to say the least.